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Introduction to Paid Advertising

Learning Objectives

What Is PPC?

How Paid Advertising Works

Core Concepts and Terminology

Basic Terminology and Calculations

Cost Per Click (CPC)

Average CPC

Average CPM Rates in 2021

Campaign Structure and Management

Campaigns

Ad Groups

Search / Text Ads

Campaign Budgets & Bidding

Keywords and Targeting

Keyword Match Types

Negative Keywords

Targeting

Ad Rank

Measurement and Conclusion

Conversions

Media Attributions

Key Takeaways

Paid Advertising – Additional Resources

Welcome to the Paid Advertising and Search Engine Marketing course, your comprehensive guide to mastering the art of digital advertising. In today's highly competitive digital landscape, understanding how to effectively leverage Paid Advertising and Search Engine Marketing (SEM) is crucial for driving targeted traffic, increasing brand visibility, and maximizing return on investment (ROI).

Welcome to the Paid Advertising and Search Engine Marketing course, your comprehensive guide to mastering the art of digital advertising. In today's highly competitive digital landscape, understanding how to effectively leverage Paid Advertising and Search Engine Marketing (SEM) is crucial for driving targeted traffic, increasing brand visibility, and maximizing return on investment (ROI). This course is meticulously designed to take you from the foundational principles of Pay-Per-Click (PPC) advertising to advanced campaign management strategies. 

Throughout this interactive learning journey, you will explore the core mechanics of how paid advertising works, diving deep into essential terminology such as Cost Per Click (CPC), Cost Per Mille (CPM), and Ad Rank. You will learn how to structure high-performing campaigns, create compelling search and text ads, and strategically manage budgets and bidding. Furthermore, we will demystify the complexities of keyword targeting, teaching you how to utilize keyword match types and negative keywords to reach your ideal audience with precision. 

Finally, the course emphasizes the importance of data-driven decision-making. You will discover how to track conversions, understand media attributions, and analyze campaign performance to continuously optimize your results. Whether you are a budding digital marketer, a small business owner, or a professional looking to upskill, this course provides the actionable insights and practical knowledge you need to succeed in the dynamic world of paid search. Enroll today and start transforming your digital marketing efforts!

Paid Advertising and Search Engine Marketing

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            <p>Paid advertising and search engine marketing represent the primary engine of growth for modern digital businesses, offering a direct path to visibility in an increasingly crowded online marketplace. This course explores the fundamental mechanics of Pay-Per-Click (PPC) advertising, detailing how businesses bid for placement on search engine results pages to capture high-intent traffic at the exact moment a user is searching for a solution. By understanding the underlying logic of how paid advertising works, marketers can move beyond simple guesswork and begin to build data-driven strategies that align with specific business goals and learning objectives.</p>

<p>Throughout this curriculum, we will delve into the core concepts and essential terminology that define the industry, including critical metrics like Cost Per Click (CPC) and Cost Per Mille (CPM). You will learn how to effectively organize campaign structures, manage ad groups, and craft compelling search ads while navigating the complexities of budgets and bidding strategies. Furthermore, the course covers advanced targeting techniques, the nuances of keyword match types, and the importance of Ad Rank in determining visibility. Finally, we will examine how to measure success through conversions and media attributions, ensuring that every advertising dollar spent contributes to a measurable return on investment.</p>
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